The Red Bull Formula One team have signed a deal with Pepe Jeans that sees the brand become title partner for the team’s F1 Academy entry.
Contract:
- Brand to be visible on Hamda Al Qubaisi’s entry from this weekend
- Collaboration will see a Red Bull-inspired fashion line released
- Pepe Jeans also providing travel kit for Red Bull’s Formula One and F1 Academy teams
Context:
Pepe Jeans previously partnered with Red Bull between 2010 and 2016. This deal highlights the level of attention currently on the all-female F1 Academy, which signed a landmark partnership with makeup brand Charlotte Tilbury ahead of this season. Red Bull’s new pact with Pepe Jeans goes even further as it highlights interest beyond top-level series sponsorship.
Title sponsorships in junior motorsport are rare, especially as low down as a Formula Four-spec series, although Cisco signed a primary sponsorship with McLaren to support Bianca Bustamante’s entry this season. BWT’s sponsorship agreement with Alpine also includes visibility through the team’s junior academy.
Comment:
“Reuniting with Pepe Jeans for this venture is a testament to our shared values and history,” said Oliver Hughes, chief marketing officer at Red Bull. “The ready-to-wear collection is about transcending the team’s spirit and passion for racing, as well as style and comfort, both on and off the track.
“It’s about creating a lifestyle. I’m also very pleased to welcome the brand as title partner of the newly formed Red Bull Racing Pepe Jeans Academy Programme, a major step in the team’s commitment to the future of women’s motorsport. I can’t wait for our fans to experience this, and to get their hands on the collection.”
Coming next:
The 2024 F1 Academy season gets underway this weekend from 7th to 9th March.
Go deeper:
- F1 Academy and Charlotte Tilbury: Why brands need to up their game when it comes to sponsorship
- ‘We are making steps, but we are not there yet’: Analysing the state of play for women in motorsport
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